Quality Score is one of the most important factors in Google Ads. It directly affects your ad rankings, cost-per-click (CPC), and overall campaign performance. A high Quality Score means lower costs and better ad placements, while a low score can make advertising more expensive and less effective.
In this guide, you’ll learn what Quality Score is, how it works, and how to improve it to maximize your return on investment (ROI).
1. What Is Quality Score in Google Ads?
Quality Score is a rating from 1 to 10 that Google assigns to each keyword in your campaign. It measures the relevance and quality of your ads, keywords, and landing pages.
Google uses three key factors to calculate Quality Score:
✅ Expected Click-Through Rate (CTR) – How likely users are to click your ad.
✅ Ad Relevance – How well your ad matches the user’s search intent.
✅ Landing Page Experience – The quality and relevance of the page users land on after clicking.
A higher Quality Score means better rankings and lower costs-per-click (CPC).
2. Why Does Quality Score Matter?
📉 Lower CPC – Higher scores reduce the amount you pay per click.
📈 Better Ad Position – Ads with higher Quality Scores rank higher in search results.
💰 Higher ROI – More efficient spending and better ad performance.
Example: Two advertisers bid on the same keyword. Advertiser A has a Quality Score of 8, while Advertiser B has a Quality Score of 4. Even if both bid $2 per click, Google will charge Advertiser A less and rank their ad higher.
3. How to Check Your Quality Score in Google Ads
- Open Google Ads and go to Campaigns → Keywords.
- Click on Columns → Modify Columns.
- Under Quality Score, check these metrics:
- Quality Score (1-10)
- Expected CTR
- Ad Relevance
- Landing Page Experience
4. How to Improve Quality Score in Google Ads
1. Improve Click-Through Rate (CTR)
CTR is a major factor in Quality Score. Higher CTR signals relevance and engagement.
✅ Use compelling ad copy – Include numbers, discounts, or urgency (e.g., “50% Off Today!”).
✅ Test different headlines and CTAs – A/B test to find the best-performing version.
✅ Use ad extensions – Sitelinks, callouts, and structured snippets increase visibility.
2. Increase Ad Relevance
Your ad should closely match the keywords and search intent.
✅ Use keyword-rich headlines – Example: If the keyword is “best running shoes,” use “Shop the Best Running Shoes – Free Shipping”.
✅ Write clear, relevant descriptions – Ensure your ad provides the exact information users are searching for.
✅ Segment ad groups properly – Avoid putting too many unrelated keywords in the same ad group.
3. Optimize Landing Page Experience
Even if users click your ad, a bad landing page will lower your Quality Score.
✅ Make the page load fast – Aim for under 3 seconds loading time.
✅ Ensure mobile-friendliness – More than 50% of searches happen on mobile.
✅ Match ad content to landing page – If your ad says “50% off,” the landing page should show the discount.
4. Use Negative Keywords to Filter Irrelevant Traffic
Negative keywords prevent your ads from showing for irrelevant searches.
✅ Add negative keywords like “free,” “cheap,” or unrelated terms to avoid wasted ad spend.
5. How Long Does It Take to Improve Quality Score?
🚀 Short-term improvements: Updating ad copy and adding relevant keywords can increase Quality Score within a few days.
📈 Long-term improvements: Better CTR and landing page optimization can take weeks to fully impact scores.
Final Thoughts
Quality Score is one of the most important factors in Google Ads success. By improving CTR, ad relevance, and landing page experience, you can reduce costs, rank higher, and maximize ROI.
Juliana Passioni is a traffic management specialist, passionate about digital marketing strategies and online performance. Always seeking improvement, she constantly studies the best market practices to optimize campaigns and achieve significant results.